Transcript
YouNet Media’s social listening: SOCIAL LISTENING & MARKET INTELLIGENCE
Nguyen Hai Trieu / CEO
trieunh@younetmedia.com
0913-674-095
About us
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With SocialHeat, the only true real-time and comprehensive SOCIAL MEDIA LISTENING platform specialized in Vietnamese
analytics and scalable to new languages & countries, YouNet Media helps Brands, Agencies and Organizations to get instant
Brand health, Marketing effectiveness, Consumer insight & Social audience targeting solution to win brand love and boost
sales.
Our social media monitoring & market insight help brands in their full life cycle:
Strategic Planning
Brand insights
Campaign op5miza5on
Social audience
engagement
Category & Consumers insight
Brand Tracking
Campaign performance tracking
Social Audience Targe5ng
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Search Database
Online News
Forums, Blogs
Facebook, Youtube,
G+
Sen5ment Ra5ng
Analy5cs
Noise filter
(1) Real5me listening (2) Analy5cs & Sen5ment Automa5on (3) Auto dashboard & manual researches
INSIGHTS Social trends
Brand / reputa5on Industry insight
Products feedback Consumers insight
Marke5ng Measurement
Trends research/report
Social listening works in 3 steps: conversations collection – automatic sentiment & analytics – report & reseach
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î Collect in real-time 150 millions discussions every month from Vietnam’s Social Media channels (facebook, forums, youtube, blogs…) & online NEWS
î Report instantly actionable metrics:
ü Social buzz (30 mins for major channels, 1-hour for all)
ü Audience demographics & geographics
ü Share of Voice (owned, earned & paid) by channels
ü Automatic sentiment rating (by natural language processing technology)
ü Identify top conversations & sources (by volume & user engagement)
ü Competitors comparision analysis
î Get instant email/sms alerts for crisis prevention
î Powerful search/filter options & intuitive User Interface.
Advanced technology ensures DATA sufficiency & REAL-TIME monitoring.
960K Facebook fanpages & groups 23M Facebook profiles 1000 Online news, forums, review sites, e-commerces, Q&A and boomarking
What is SocialHeat?
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It’s the only Vietnamese auto-sentiment Social Media listening & analytics platform … and beyond that!
Not like other popular social listening tool, SocialHeat collects not just people’s DISCUSSIONS… … but also their PROFILES & ACTIVITIES
Demoraphics (gender…) Geographics (city, tier) Brand sentiment, category relevancy… Interests & preferences
Check-ins (Locations)
23 millions Vietnamese active FB profiles
Discussions & news
How we differentiate from others?
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SocialHeat is the new generation of Social Media Listening, by far better than other local & regional tools for VIETNAM social media as
it is developed by 15-year Internet Technology & Language Processing experts.
Cover the BIGGEST social media sources in Vietnam 1
Realtime & Automatic Sentiment Rating 2
ü 960,000 FB pages & groups (Vietnam) ü 9.7 milliion Facebook pages (Global) ü Youtube’s brands, media, KOL channels ü 1,000 news, forums, blogs, reviews, e-
commerce sites
Larger data source à Better Insight
Real-time update: 15-30 minutes The only Social Listening with Vietnamese auto-sentiment rating (85% accuracy) + Human verification to ensure 95% final accuracy.
The best in: 1. CRISIS detection & prevention
2. SEEDING management
How we differentiate from others?
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SocialHeat is the new generation of Social Media Listening, by far better than other local & regional tools for VIETNAM social media.
Auto dashboard report on all buzz (not sampling) 3
Social & community channels insight 4
Automatic comprehensive dashboard on ALL BASE (not by 5% sampling):
1. Automatic brand & product attribute TAGS
2. Buzz, Share of Voice, Sentiment
3. Channels, Media type, Campaigns, Authors,…
Fast, comprehensive & accurate insight
Collections of Facebook & Forums pages, groups, KOLs based on not only active fans but AVERAGE RESPONSE RATE
Better SEEDING & VIRAL plan.
Field experience…
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Our social media analyst & research team are experienced in Brand, Campaign monitoring, research and social
audience targeting for varied categories, with global & top local brands.
handphone Milk
Airlines Banking & finance Education
Baby Care Coffee Coffee Chain
Motobikes Pharma
Beverage E-commerce And more…
Customers list will be shared in meeting
Trusted service by trusted people
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We service our clients by Technology & Marketing veterans and highly qualified research experts.
Nguyen Hai Trieu CEO / co-founder
17 years in Internet & marketing business
MBA (Hawaii, USA) MS of Computer Science (HUT)
Former co-founder, CEO/COO of
Internet marketing, search engine, social networks.
Quan Thanh Tho R&D Director
PhD. Computer Science (Nanyang Technological University, Singapore) Head of Computer Engineering Department,
University of Technology, HCMC
Expert in Natural Language Processing research & development
Bachelor of Business (Finland) 4-year Research expert
(Acorn, OgilvyOne)
Thai Thuy Nga Research Team Leader
FTU Bachelor 4-year Social Media Marketing & Analysis
Mai Cam Linh Social Media Team Leader
Category & Consumers Research
Brand Tracking
Campaign performance tracking
Social Audience Targe5ng
How we help brands & agencies?
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By listening and analyzing online audience discussions & online news, we help brands, enterprises and agencies develop
marketing strategy, always-on brand tracking, measure campaign effectiveness and monitor realtime performance.
Refer to our Social Listening credentials for details about 4 services.
Social Media Research: Category competitive analysis & consumers insights. Best fit for:
1) New business launch 2) Marketing strategic planning
Always-on Brand Tracking 1) Crisis prevention 2) Periodical Brand audit report
Target social users by Behaviors, Interests, Activities…
Track and measure campaign effectiveness & brand resonance. Recommend Contents & Channels.
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(1) Category & Consumer Insight
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Strategic Planning
Brand Tracking
Campaign op5miza5on
Social Audience
Engagement
Brands performance & competitive insight
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With our category & consumer insight report, Brands & Agencies understand current Brands performance, Consumer decision
journey & behaviors, relevant digital channels for Communication Objectives & Strategic Planning.
Brand health
Share of Voice Owned vs Earned Media
Brand positive/negative perception Brands performance
68% 69.0% 60.0% 75.0%
18% 28.0% 15.0%
12.0%
13.7% 3.0% 25.0% 13.0%
0%
20%
40%
60%
80%
100%
AVG Brand Compe5tor A Compe5tor B
Neutral Posi5ve Nega5ve 10.0%
10.0%
20.0%
25.0%
35.0%
0.0% 10.0% 20.0% 30.0% 40.0%
Others
product availability
Price value
Brand origin
Product quality
And more..
Consumer decision journey & digital channels
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Understand how consumers prefer and make purchase decision & relevant channels
Channels which best trigger AWARENESS?
Ads, WOM, Communities, Social, Review, Search…
Factors which drive the best
purchase intent?
self need, product, brand, event…
Most discussed & engaging sources?
social fanpages, groups, forums, reviews, blogs, videos…
Most interested topics
brand, product, promo, event, questions
Major purchase drivers?
(brand trust, product quality, customer service, post-purchase value…)
Major NEGATIVE product experience?
(product quality, services, post-use
effect,…) Major POSITIVE product experience?
Potential BRAND ADVOCACY?
(2) Brand Tracking
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Strategic Planning
Brand Tracking
Campaign op5miza5on
Social Audience
Engagement
Real-time reputation tracking with SocialHeat
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24/7 instant access to SocialHeat for Brand health check & crisis alert via email or SMS. Brand sentiment is automatically rated with
85% accuracy by our unique Vietnamese sentiment engine (and verified by moderators to ensure 95% accuracy).
5%
15%
10%
12%
8%
30%
35%
5%
50%
45%
17%
15%
0% 20% 40% 60% 80% 100%
Personal Financial Package
Corporate Financial package
Customer Service
Banking fees
Internet Banking Service
ATM & office conveniency
Neutral Nega5ve Posi5ve
Real-time issue & crisis alerts
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Idenftify NEGATIVE discussions or from INFLUENTIAL SOURCES.
Send instant alert to brand team by EMAIL or SMS.
Crisis Alert
Real-time crisis & issue alert to BRAND TEAM: ü Serious Negative discussions or news
ü Negative articles which have HIGH reach of users or engagement (comments, replies)
ü Negative issues comes from HIGH influence sources & people.
ALERT setup
Crisis management workflow (by YouNet Media & Brand team)
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Not only tracking, we offer 1st-level of online reputation management with seeding to neutralize negative discussions.
Setup SocialHeat
Daily tracking Monitor & report
Weekly snapshot (a) Brand health & strength (b) Highlight of negatives
Monthly report
(a) Brand health & strength (b) Buzz of voices about brand (c) Promoting/demoting factors (d) Resolutions/recommendations
Crisis?
Neutralize negative comments (SEEDING)
Alert to BRAND (with details)
Find resolutions with brand
ü Hourly monitoring ü Neutralize negative
discussions
No
Yes
(1)
(2)
(3)
(4)
Periodical brand audit report
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ORM – online reputation management – is applicable for all levels of tracking: Corporate, Brand & Products . Audit report is available by DAILY – WEEKY – MONTHLY and QUARTERLY basis.
Daily report: Summary email format
Daily email summary from SocialHeat: ü Summary ü Top sources ü Top discussions on each channel ü Negative discussions ü Videos
Daily report: full format
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Option 2: full daily report with trends
ü Share of Voice
ü Buzz trend: last 7 days (total buzz & in each channel)
ü Sentiment trend (brand & competitors)
ü Most popular brand perception matters (positve, negative, neutral)
ü Top popular news/discussions
ü List of mentions about brands & competitors
Brand sentiment
Brand buzz Share of Voice
Monthly & quarterly brand audit
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Weekly, monthly and quarterly brand audit will expose more insight about brand equity, perception, sentiment and buzz drivers,…
BRAND 1. Share of Voice: All – Owned & Earned Media
2. Buzz volume trend: All, by platforms, by channels, by media (owned & earned). What are major buzz drivers?
3. Brand sentiment:
a) Brand score & trend by periods
b) Sentiment rate & volume by periods
c) Competitive comparison: to competitors & Industry benchmark (AVG)
4. Brand attributes & perceptions:
a) Top weighted positive drivers
b) Top weighted negative drivers
SOURCES PEOPLE & TOPICS
1. Top sources & channels (volume & engagement rate)
2. Top audience demographic & locations
3. Top popular topics:
a) In buzz volume (mentions)
b) In engagement rate
4. Verbatims of most popular positive & negative discussions
Recommendations of:
1. Brand sentiment: how to improve brand positive discussions (which are the most interested positive topics about the brand & category)
2. Crisis prevention: which topics, channels, sources to take more care of.
3. Which channels are more relevant for management (monitor, seeding…)
RECOS
Note: contact us for sample brand audit report
(3) Campaign tracking
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Strategic Planning
Brand Tracking Campaign
op5miza5on
Social Audience
Engagement
Campaign tracking objectives
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Digital campaigns should be monitored and measured regularly to ensure the campaign OBJECTIVES & PLAN are being executed
efficiently BEFORE, DURING and AFTER the campaign: Brand communication (brand essence, brand positioning & perception), Buzz
& Engagement volume, Brand sentiment, Media and channel performance, KOLs performance, Content effectiveness, Activities
effectiveness…
Start Complete Channels – KOLs - contents – activities
Campaign objectives (brand essence, positioning) Post campaign
Audit & recommendations Audit & recos Post-campaign effects
Monitor to discover NEGATIVE issues about brand, campaign, TVC, content… to prevent brand damage
Campaign audit report
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Audit and recommend changes to the campaign execution (channels, contents, social media management process). Below are the standard insights.
BRAND 1. Buzz volume trend: All, by platforms,
by channels, by media (owned & earned).
a) What are major buzz drivers?
b) How much buzz contributed to the brand buzz.
2. BRAND PLACEMENT: % and volume of brand impression in total campaign buzz
3. Campaign sentiment: how campaign bring Positive buzz for the brand.
4. BRAND RESONANCE: How the campaign resonance to the brand essence, positioning, perception…
SOURCES PEOPLE & TOPICS
1. Top sources & channels (volume & engagement rate)
2. KOLs & audience engagement score.
3. Top popular topics & posts:
a) In buzz volume (mentions)
b) In engagement rate
4. Verbatims of most popular positive & negative discussions
Recommendations of:
1. Content: best type, angles, publish time, channels…
2. Channels: best to take care, best for seeding
3. KOLs
4. Social media management: better seeding…
RECOS
Note: contact us for sample campaign audit report
(4) Social Audience Targeting
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Strategic Planning
Brand insights
Campaign op5miza5on
Social audience
engagement
What is social audience targeting?
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With social profile analytic technologies, we can have BRANDS and AGENCIES to identify specific Target Group of Social Users
(Facebook, Google+) based on their behaviors and preference: Have interest about a category of products, have recent actions
(check-ins, join events…). Follow and convert those users to become fans and then customers.
TARGETING OPTIONS: ü Interests:
Ø By categories (smartphone, babycare, milk,motobicycle…)
Ø By Hobbies & Activities (beer, coffee, football, game,..)
ü Gender & locations ü Recent behaviors: checked in beer
clubs, coffee shops, events,…
Select target users
Acquire Profiles Engage Measure Convert
COMMUNICATE: ü Facebook Ads: send personalized
message (posts, ads) to groups of users with the same behaviors and interest by using Custom Audience (FB ID)
ü Reply to their discussion directly on SocialHeat tool.
MEASURE & CONVERT: Have comprehensive view of the targeted audience in: 1. % of existing customers, fans and
non-customers 2. Movement of non-customers to
customers or fans by time period 3. Filter and action separatedly on
each groups (fans, non-fan, anti-fan) based on sentiment & usage feedback.
Why monitoring & research on Social Audience?
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Vietnam Digital & Social landscape
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Since 2013, Vietnam Social Media grew rapidly. The voice of consumers and news media become greatly influential which brings both opportunities & risks to brands & enterprises.
Facebook Vietnam Annual growth
3.6 8.5
20 25
0
5
10
15
20
25
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2011 2012 2013 2014
Millions
70%
31%
Social Media Penetration
37M internet users (2014)
25M Facebook Users (2014) 70% Social Users above Internet population
Vietnam Digital & Social landscape
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Vietnam’s social users bases & penetration (2014)
29%
10% 61%
Other internet channels
Non-‐internet users
29% Social penentration above total Vietnam Population Vietnam Internet Users demographics
Social Network is the key channel
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Social Networks become the dominant (#1) channel with most time-spending of Netizens.
Source: Comscore (Mar 2013)
Facebook Vietnam is the dominant platform
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Source: SocialHeat, Comscore
Vietnamese public fan PAGES ~ 650,000
Vietnamese open GROUPS ~ 300,000
~3M – 4M
Vietnamese user profiles 20M ~ 5M – 10M
Of online conversations relate to products or services (global)
26%
Facebook Vietnam is the dominant social media with huge impact on brand reputation
Largest Facebook Sources in Vietnam:
Only available in
SocialHeat
Why listen to netizens: consumers new purchasing process
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(1) Initial Set
(2) add/subtract new brands while evaluating
(3) Utimately choose a brand at shop
(4) Build expectation based on experience to inform the next decision journey
Source: McKinsey
listen, measure, engage in real-time
Social Listening tap into users’ active conversations in step 2 and 4 of the process to understand consumers’ insights toward any brands & identities.
The most innovative cloud-based Social Listening & Analytics Platform in Vietnamese
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Create new tracking yourself easily
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Simple 1-step new tracking creation by yourself (or by our team) for any topics: brand, category, consumers behavior…
o Preview live information before accepting
o Flexible keyword definition (no limit
of keywords)
Real-time comprehensive dashboard
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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.
Intuitive & real-time update dashboard Metrics navigation 1. Dashboard:
² Buzz volume & trend
² Buzz by platforms
² Reach (views)
² Sentiment & trend
² Sentiment by platform
² Brand & product attributes
² Top source with sentiment
2. Media & tags: ² Owned, Earned & Paid
² Buzz by tags (activities, topics)
3. Audience ² Audience volume & trend
² Top users (volume & engagement)
² Demographics, geographics 4. Sources & threads:
² Top sources, top threads
² Influential sources
5. Mentions list
Real-time metrics dashboard
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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.
Buzz by channels, share of voice Automatic brand sentiment score/trend & by channels
Real-time metrics dashboard
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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.
Automatic sentiment to specific sources Top influencing sources & users
Auto-rating product & brand attributes
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Measure & highlight what brand’s attributes are most discussed by consumers, automatically rated by our attributes discover and tagging engine
Auto analysis of Owned – Earned – Paid Media
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By setting owned and paid media into the tracking, all buzz and contribution (%) by media are automatically calculated by selected period. TAGS are used to identify Consumers Purchase Decision Journey and Buzz contribution to the total brand buzz.
Audience analytics
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SocialHeat is the only Vietnamese Social Listening Platform which collect and analyze User Profiles (demographics, geographics) to give comprehensive & powerful filter & research tool
Explore all discussions in details
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Drill down, search and filter any type of topics, by any platforms and see SENTIMENT score of each threads.
Reply directly from SocialHeat
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Use single dashboard and reply to users in FORUMS, Facebook and other social networks directly.
Top discussions
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Top threads with the most response (comments + shares) or include likes. To NEGATIVE threads with the most of NEGATIVE comments.
Compare any brands
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Compare brands/topics by buzz volume, Trendline, Sentiment, Channels,…
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To get more demonstration & sample insights & analyses, contact us:
Mr. Nguyen Hai Trieu / CEO
M: 0913674095
E: trieunh@younetmedia.com
Contact us for more information
trieunh@younetmedia.com
0913-674-095 www.younetmedia.com
Follow what’s hot & trendy on Facebook: www.toponsocial.com
Nguyen Hai Trieu / CEO
Facebook.com/younetmedia
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